{"id":6287,"date":"2018-11-05T19:56:29","date_gmt":"2018-11-05T19:56:29","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?p=6287"},"modified":"2020-02-11T18:58:34","modified_gmt":"2020-02-11T18:58:34","slug":"managing-by-metrics","status":"publish","type":"post","link":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/","title":{"rendered":"Managing by Metrics"},"content":{"rendered":"

Importance of Managing by Metrics<\/h2>\n

In his book \u201cThe End of Marketing as We Know It\u201d, Sergio Zyman, then Chief Marketing Officer of Coca Cola, spells out his success in driving Coca Cola to the number one beverage company in the world by managing by metrics. At a time before cloud based services, Sergio tracked numbers daily. He would run an ad and then measure how many cases of Coca Cola products that ad moved. If it met his metrics, the ad continued to run. If it didn\u2019t, it was cut.<\/p>\n

Among B2C companies, Zyman is not alone in his obsession with running Marketing by the numbers. Jim Kiltz, ex CEO of the Gillett Company and author of \u201cDoing What Matters,\u201d also ran his company by the numbers. In fact, he advocated for the ZOG (Zero Overhead Growth) and NOG (Negative Overhead Growth) principles that basically said companies should grow their sales with no change in selling and marketing costs\u2014a far cry from the current situation of B2B companies.<\/p>\n

We have not been able to find any examples of B2B companies that strictly run Marketing by the numbers. Yes, nearly all B2B companies measure and track sales results, but that\u2019s about it.<\/p>\n

Even in Sales, most of what is tracked is at the tail end in closed wins. Few companies, if any, track sales cycles, closing ratios, average deal sizes, lost deals, etc., by rep. Even fewer track how early reps cut loose opportunities that go nowhere.<\/p>\n

Managing by Metrics is how companies move from Good to Great. It requires substantial work, but it pays a lot of dividends in the long run.<\/p>\n

In Conclusion<\/b><\/h2>\n

It is our belief that each of these Five Factors can significantly improve a company\u2019s ability to grow Sales. Working on all five can completely revitalize a company that is seeing flat sales.<\/p>\n

Our recommendation is to always start with Factor 1<\/a>. Nail that, and the others will be much easier to accomplish.<\/p>\n

Please contact us<\/a> with any questions or thoughts. We are here to help.<\/p>\n","protected":false},"excerpt":{"rendered":"

Importance of Managing by Metrics In his book \u201cThe End of Marketing as We Know It\u201d, Sergio Zyman, then Chief Marketing Officer of Coca Cola, spells out his success in driving Coca Cola to the number one beverage company in the world by managing by metrics. At a time before cloud based services, Sergio tracked … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":6288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"generate_page_header":""},"categories":[901,35],"tags":[],"yoast_head":"\nManaging by Metrics - SOMAmetrics<\/title>\n<meta name=\"description\" content=\"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Managing by Metrics - SOMAmetrics\" \/>\n<meta property=\"og:description\" content=\"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"SOMAmetrics\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SOMAmetrics\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-05T19:56:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-11T18:58:34+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"519\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:creator\" content=\"@eskidt\" \/>\n<meta name=\"twitter:site\" content=\"@eskidt\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eskinder Assefa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"http:\/\/somametrics.com\/clone\/#organization\",\"name\":\"SOMAMetrics\",\"url\":\"http:\/\/somametrics.com\/clone\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/SOMAmetrics\/\",\"https:\/\/www.linkedin.com\/company\/somametrics?trk=ppro_cprof\",\"https:\/\/twitter.com\/eskidt\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/somametrics.com\/clone\/#logo\",\"inLanguage\":\"en\",\"url\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png\",\"contentUrl\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png\",\"width\":1605,\"height\":226,\"caption\":\"SOMAMetrics\"},\"image\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/somametrics.com\/clone\/#website\",\"url\":\"http:\/\/somametrics.com\/clone\/\",\"name\":\"SOMAmetrics\",\"description\":\"Drive Predictable Revenue Growth\",\"publisher\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/somametrics.com\/clone\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en\"},{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage\",\"inLanguage\":\"en\",\"url\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png\",\"contentUrl\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png\",\"width\":960,\"height\":519,\"caption\":\"Manage by Metric graph\"},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage\",\"url\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/\",\"name\":\"Managing by Metrics - SOMAmetrics\",\"isPartOf\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#website\"},\"primaryImageOfPage\":{\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage\"},\"datePublished\":\"2018-11-05T19:56:29+00:00\",\"dateModified\":\"2020-02-11T18:58:34+00:00\",\"description\":\"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.\",\"breadcrumb\":{\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#breadcrumb\"},\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/somametrics.com\/clone\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Managing by Metrics\"}]},{\"@type\":\"Article\",\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#article\",\"isPartOf\":{\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage\"},\"author\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#\/schema\/person\/1beec152a0f315ab8b4e347126626400\"},\"headline\":\"Managing by Metrics\",\"datePublished\":\"2018-11-05T19:56:29+00:00\",\"dateModified\":\"2020-02-11T18:58:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage\"},\"wordCount\":351,\"commentCount\":0,\"publisher\":{\"@id\":\"http:\/\/somametrics.com\/clone\/#organization\"},\"image\":{\"@id\":\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png\",\"articleSection\":[\"Metrics & KPIs\",\"Sales\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"http:\/\/somametrics.com\/clone\/#\/schema\/person\/1beec152a0f315ab8b4e347126626400\",\"name\":\"Eskinder Assefa\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/somametrics.com\/clone\/#personlogo\",\"inLanguage\":\"en\",\"url\":\"http:\/\/1.gravatar.com\/avatar\/10679713263bfdc986cc9861393432ae?s=96&d=mm&r=g\",\"contentUrl\":\"http:\/\/1.gravatar.com\/avatar\/10679713263bfdc986cc9861393432ae?s=96&d=mm&r=g\",\"caption\":\"Eskinder Assefa\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Managing by Metrics - SOMAmetrics","description":"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/","og_locale":"en_US","og_type":"article","og_title":"Managing by Metrics - SOMAmetrics","og_description":"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.","og_url":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/","og_site_name":"SOMAmetrics","article_publisher":"https:\/\/www.facebook.com\/SOMAmetrics\/","article_published_time":"2018-11-05T19:56:29+00:00","article_modified_time":"2020-02-11T18:58:34+00:00","og_image":[{"width":960,"height":519,"url":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png","type":"image\/png"}],"twitter_card":"summary","twitter_creator":"@eskidt","twitter_site":"@eskidt","twitter_misc":{"Written by":"Eskinder Assefa","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"http:\/\/somametrics.com\/clone\/#organization","name":"SOMAMetrics","url":"http:\/\/somametrics.com\/clone\/","sameAs":["https:\/\/www.facebook.com\/SOMAmetrics\/","https:\/\/www.linkedin.com\/company\/somametrics?trk=ppro_cprof","https:\/\/twitter.com\/eskidt"],"logo":{"@type":"ImageObject","@id":"http:\/\/somametrics.com\/clone\/#logo","inLanguage":"en","url":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png","contentUrl":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/04\/SOMAmetrics-Logo.png","width":1605,"height":226,"caption":"SOMAMetrics"},"image":{"@id":"http:\/\/somametrics.com\/clone\/#logo"}},{"@type":"WebSite","@id":"http:\/\/somametrics.com\/clone\/#website","url":"http:\/\/somametrics.com\/clone\/","name":"SOMAmetrics","description":"Drive Predictable Revenue Growth","publisher":{"@id":"http:\/\/somametrics.com\/clone\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/somametrics.com\/clone\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en"},{"@type":"ImageObject","@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage","inLanguage":"en","url":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png","contentUrl":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png","width":960,"height":519,"caption":"Manage by Metric graph"},{"@type":"WebPage","@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage","url":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/","name":"Managing by Metrics - SOMAmetrics","isPartOf":{"@id":"http:\/\/somametrics.com\/clone\/#website"},"primaryImageOfPage":{"@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage"},"datePublished":"2018-11-05T19:56:29+00:00","dateModified":"2020-02-11T18:58:34+00:00","description":"Managing sales and marketing by metrics significantly improves revenue growth. The key is to know what to measure and how.","breadcrumb":{"@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#breadcrumb"},"inLanguage":"en","potentialAction":[{"@type":"ReadAction","target":["http:\/\/somametrics.com\/clone\/managing-by-metrics\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/somametrics.com\/clone\/"},{"@type":"ListItem","position":2,"name":"Managing by Metrics"}]},{"@type":"Article","@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#article","isPartOf":{"@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage"},"author":{"@id":"http:\/\/somametrics.com\/clone\/#\/schema\/person\/1beec152a0f315ab8b4e347126626400"},"headline":"Managing by Metrics","datePublished":"2018-11-05T19:56:29+00:00","dateModified":"2020-02-11T18:58:34+00:00","mainEntityOfPage":{"@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#webpage"},"wordCount":351,"commentCount":0,"publisher":{"@id":"http:\/\/somametrics.com\/clone\/#organization"},"image":{"@id":"http:\/\/somametrics.com\/clone\/managing-by-metrics\/#primaryimage"},"thumbnailUrl":"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2018\/11\/revenue-1704073_960_720.png","articleSection":["Metrics & KPIs","Sales"],"inLanguage":"en","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["http:\/\/somametrics.com\/clone\/managing-by-metrics\/#respond"]}]},{"@type":"Person","@id":"http:\/\/somametrics.com\/clone\/#\/schema\/person\/1beec152a0f315ab8b4e347126626400","name":"Eskinder Assefa","image":{"@type":"ImageObject","@id":"http:\/\/somametrics.com\/clone\/#personlogo","inLanguage":"en","url":"http:\/\/1.gravatar.com\/avatar\/10679713263bfdc986cc9861393432ae?s=96&d=mm&r=g","contentUrl":"http:\/\/1.gravatar.com\/avatar\/10679713263bfdc986cc9861393432ae?s=96&d=mm&r=g","caption":"Eskinder Assefa"}}]}},"_links":{"self":[{"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/posts\/6287"}],"collection":[{"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/comments?post=6287"}],"version-history":[{"count":5,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/posts\/6287\/revisions"}],"predecessor-version":[{"id":8480,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/posts\/6287\/revisions\/8480"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/media\/6288"}],"wp:attachment":[{"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/media?parent=6287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/categories?post=6287"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/somametrics.com\/clone\/wp-json\/wp\/v2\/tags?post=6287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}